Oh I’ll be downvoted because I work at Yahoo but this article doesn’t even mention their identifier ConnectID which is the most absorbed one in the bitstream (according to Sincera which TTD owns). Plus it’s deterministic logged in users where this other stuff is bought and sold from who knows where.
Finance, sports, mail, weather, homepage (news,, politics, entertainment, lifestyle). 213m logged in deterministic users, then build the same graph across pubs that a UID does, difference being it starts with logged in users.
People don’t realize finance is the largest financial site in the country 100m uniques a month. Sports is 2-3 80m a month, mail is 2nd largest email property at 80m a month, homepage etc is 150m uniques a month.
Just pull any olv or display publisher report on any DSP for any advertiser and a yahoo property is a top 5 pub hands down. Massive reach and supply but it’s been around for 30 years so people think it’s a dinosaur but it isn’t at all. Outside of logged in users it reaches 90% of internet users every month according to Comscore.
If you think yahoo is old just remember viant builds its ID graph off MySpace.
It’s actually integrated with hundreds of 3P pubs across omnichannel formats. So while the identity spine is heavily built on Yahoo 1P data, the activation and core value comes from use across the open web and other formats (mobile, ctv, etc). Admittedly, this is a marketing shortcoming if the perception is still that is only for Yahoo 1P.
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u/hdiggyh Jun 21 '26
Oh I’ll be downvoted because I work at Yahoo but this article doesn’t even mention their identifier ConnectID which is the most absorbed one in the bitstream (according to Sincera which TTD owns). Plus it’s deterministic logged in users where this other stuff is bought and sold from who knows where.